As you talk to your latest prospective new client, you’ve identified their needs. You are talking to them about your solution to those needs. You’ve explained what it is you do and how that will help make their lives considerably easier or better. There is just one thought in their heads at this point:
Depending upon how they found you, they will have known you for either some time, or they’ve just found you. Did you ask them by the way? Either way, as a new prospect, they have never experienced working with you. If they were referred to you, that referral carries some weight (and a little of the referrer’s reputation). But if they found you on LinkedIn or through some other online search, all they know about you is what they have seen online. All they have seen is your words on how great you are at helping your clients. Since then, all they’ve heard is your words on how great a solution you can provide to their needs. What they want, and need, is proof that you will deliver on your promises once they sign on the dotted line. What they want is evidence.
My last blog looked at testimonials as a key piece of evidence. Let’s now look at another key piece of evidence: case studies.
Get your case studies working well
Case studies are a summaries of specific pieces of work with your clients that demonstrate how you’ve helped them. Are your case studies working well? To do this, they must have five key parts Let’s look at them now:
Who is the client?
Naming and describing the client puts the case study into context for the reader. It allows them to draw comparisons to themselves so that they recognise that you understand their industry. If you understand the industry, you will understand the pressures they face. A hyperlink to your client will provide just a little SEO support for that company. It will also give the reader the option to click through and understand more if they wish to.
What issue did they face?
By describing the problem you helped them with, you further strengthen the reader’s image of you. If you’ve picked your case studies well, they will be reading a case study about an issue very similar to the one they are talking to you about. You’re showing them that you have experience of dealing with that issue.
What did you do?
This section is, perhaps, the least important section of your case study. A description of what you did for that client will help the reader to picture the service and to understand more. But if they are reading this after your first sales meeting, you will have already told them what you will do. Even if they are reading this before deciding to call you, they have probably already read your What We Do website page.
I believe that most of your target audience doesn’t care about what you do, they care about how you can help them. This brings me nicely onto…
Your description of the great results you delivered for this client is the piece your prospects want to read. They want to believe that working with you will deliver a great return on investment. That they will get a solution to their problem that will make them look good to their boss (that may be a higher-up line manager, their shareholders or fellow directors).
To get your case studies working well, this is the most important part, so why is it that this part is the one most often missing from case studies?
The Client’s Words
A testimonial from a named person from within that client adds credibility and weight to the case study. The client is agreeing that you delivered a great piece of work, to the extent that they are happy to add their name to it. It’s unlikely that you will add a name if you have made up the case study (Googlewhacking is a lot of fun – try it) and they can always check up on you if there is a name.
When Should You Write a New Case Study?
I mentioned above that the results section is the one most often missing from a case study. I believe this is because they are written too soon. Too many companies look to write a case study the minute a project is complete. The problem is that it often takes some time for the results of your work to appear.
Why Do This?
Keeping an up to date set of case studies on your website is, in my opinion, vital for the following reasons:
- Regular updates are great for SEO purposes. Not only because you are updating and adding content regularly, but it is also highly likely to be keyword rich.
- Regular visitors to your website will see that you are continuing to deliver great work for your clients. By the way, make sure you add new case studies to the top of the page; viewers won’t scroll to the bottom to check if there is fresh content.
- You can easily point prospects to the content and, with the right web analytics, see when they read what you point them at. If a prospect is reading your case studies, they are likely to be about to make their decision on whether to use you.
- They will warm up those who haven’t yet made contact. If they like what they read (and recognise their peers and similar issues), they are far more likely to get in touch.
I hope this helps to get your case studies working well.